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KMID : 1012020230120030346
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Physical Therapy Rehabilitation Science
2023 Volume.12 No. 3 p.346 ~ p.354
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A Study on the Determinants of Medical Institution’s Customer Satisfaction and Loyalty: Focused on the Effects of Service Quality Factors
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Choi Seung-Nyun
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Abstract
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Objective : The objective of this study is to provide medical institutions with theoretical basis by analyzing the effect of service quality-related factors. It will be helpful for hospitals to enhance service quality which will be of use to attain customer satisfaction and ultimately competitive advantage.
Design : An empirical study.
Methods : To verify the model, I conducted a questionnaire survey analysis. Items for measurement have been extracted from several related studies on medical industry. The survey target has been set by convenience sampling method and consists of citizens reside in Seoul and Gyeonggi-do Province, and total number of 161 samples have been analyzed. To verify validity and reliability, I conducted factor analysis and reliability analysis, and for hypotheses verification, multiple regression analyses have been performed.
Results : This study aims to investigate the relation between service quality factors and customer satisfaction, and also those factors and customer loyalty. Service quality factors consist of Tangibles(X1), Reliability(X2), Assurance(X3), Responsiveness(X4), and Empathy(X5). According to the results of regression analyses, X1, X2, X3, and X5 have been proved to have positive relations with customer satisfaction and loyalty, whereas hypothesis related X4 has not been supported. Finally, customer satisfaction has been founded to affects positively to customer loyalty.
Conclusions : Service quality factors are significantly related to customer satisfaction and loyalty. So medical institutions should aware of this and try to enhance service quality for attaining competitive advantage.
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KEYWORD
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Medical Institution, Customer Satisfaction, Customer Loyalty, Service Quality
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